{"id":12901,"date":"2022-12-22T05:31:08","date_gmt":"2022-12-22T05:31:08","guid":{"rendered":"http:\/\/qik.ety.mybluehost.me\/?p=12901"},"modified":"2022-12-22T05:31:08","modified_gmt":"2022-12-22T05:31:08","slug":"diversity-marketing-makes-dollars-and-sense","status":"publish","type":"post","link":"https:\/\/caribbeantourismauthority.com\/staging\/1605\/diversity-marketing-makes-dollars-and-sense\/","title":{"rendered":"Diversity marketing makes dollars and sense"},"content":{"rendered":"
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The Caribbean could be losing <\/span>billions of dollars<\/b> in tourism revenue by not fully harvesting the enormous value of diverse markets in North America and beyond.<\/span><\/p>\n

Historically underrepresented <\/span>African American<\/b>, <\/span>Asian American<\/b>, <\/span>Caribbean American<\/b>, <\/span>Hispanic American<\/b> and other markets present a wealth of opportunity to reap rewards for the region, and 2023 is a good time to refocus on growing demand for a Caribbean travel experience among these populations and meeting their expectations once they arrive on our shores.<\/span><\/p>\n

Tourism stakeholders have observed that much of the region\u2019s economic activity during the pandemic and beyond can be attributed to <\/span>African American travelers<\/b>.<\/span><\/p>\n

Black Americans spent an estimated <\/span>US$129.6 billion<\/b> on domestic and international leisure travel in 2019, according to a survey created by <\/span>MMGY Travel Intelligence<\/b> on behalf of Black travel advocacy organizations.<\/span><\/p>\n

U.S. Hispanics<\/b>, the fastest growing demographic in the United States, spent <\/span>US$113.9 billion<\/b> on domestic leisure travel in 2019 and accounted for <\/span>13% of all domestic leisure travel<\/b> that year, according to MMGY.<\/span><\/p>\n

Diversity is part of the North American landscape and destinations ought to regularly include <\/span>diverse imagery in their advertising<\/b> and develop communications strategies that resonate with these important communities.<\/span><\/p>\n

The Caribbean is replete with <\/span>cultural touchpoints<\/b> that make diverse travelers feel at home, but we must work harder to ensure they receive the same hospitable treatment accorded to our traditional visitors. <\/span>Elevating our customer service levels across the board<\/b> must be a top priority in 2023 if we are to compete with tourism destinations around the world.\u00a0<\/span><\/p>\n

It is time to get serious about <\/span>demographics and psychographics<\/b> vis-\u00e0-vis emerging markets, which also includes the upwardly mobile and influential <\/span>South Asian community<\/b>, whose purchasing power and love for Caribbean travel is strong and growing.<\/span><\/p>\n

Smart, culturally sensitive strategies<\/b> are needed to allow us to grasp the new opportunities that are within our reach. <\/span><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

The Caribbean could be losing billions of dollars in tourism revenue by not fully harvesting the enormous value of diverse markets in North America and beyond. 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